Retail Opening • Duty Zero by cdf
Digital interaction and consumer engagement
When Airport Authority Hong Kong tendered its new-look liquor, tobacco and packaged foods concession in late 2016, digital engagement was high on its list of requirements for any bidder to have a chance of success.
The challenge had been laid down and CDF-Lagardère met it. Duty Zero by cdf features a host of interactive features designed to engage and educate as well as encouraging consumers to buy. The digital platforms range from a host of pre-store and in-store touchpoints to virtual reality and cashless/mobile points of sale.
Duty Zero by cdf considers mobile POS particularly important for a key emergent passenger base. CDF-Lagardère Company Limited General Manager Eddie Tsai says: “This is especially important for the Generation Z of Mainland Chinese, who are very, very tech savvy. A lot of people already forecast that within a decade two-thirds of tier one cities in China will be cashless. “So like it or not, this is the trend. We embrace it. And we hope to get more and more IT inspiration so that we can interact with the customer better and learn to serve them better.”
But it’s not just about digital. High-profile promotions are key to driving spend and there are plenty of pricing (often ultra-aggressive) and volume incentives. Sampling, service and education go hand in hand.
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The Moodie Davitt Report • The Online Magazine • October 2018